Microsoft visual identity guidelines

Microsoft visual identity guidelines

Microsoft visual identity guidelines

Microsoft visual identity guidelines August 2012 Microsoft confidential.

Microsoft visual identity guidelines

Welcome The Microsoft visual identity system capitalizes on our next wave of product offerings. It helps us be simple, clear, and direct. It elevates the content that matters most. It creates delightful connections. The Microsoft logo celebrates our heritage and our future. It highlights the role we play in many consumers’ lives today, and the increasing breadth of unexpected and innovative products we are delivering. The identity elements—logo, typography, color, grids, tiles, imagery, and icons—make it easier to create memorable internal and external communications.

Microsoft visual identity guidelines

Microsoft visual identity guidelines

Contents Our visual elements express our brand These guidelines are your introduction to how we can use the visual identity as a thread that ties Microsoft-branded offerings and groups together. They are a call to action to align our creative work and bring a new focus on our connected visual identity system. Our shared elements unite the things we offer, and when they’re used together—again and again—they become the foundation for the stories that we want our brand, our products, and our services, to tell.

For questions regarding the new visual identity system, please see Brand Tools or contact the Microsoft brand team at corbrand@microsoft.com.

1 The role of the Microsoft brand 2 Identity system elements 7 Logo 17 Logotype 23 Typography 32 Color 39 Grids 41 Tiles 54 Photography 57 Illustration 59 Icons 61 Putting it all together 70 Showcase Microsoft confidential. For internal use only. Materials herein are not for use by third parties including but not limited to OEMS, DSPs, ISVs, IHVs, or resellers. Authorized vendors may use materials only pursuant to an express work request and/or agreement from Microsoft. Microsoft visual identity guidelines

Microsoft visual identity guidelines

What brand should I use, and how does this guide fit in? At Microsoft, we have a portfolio of world-class product brands. Through our shared design elements and principles, these brands communicate a united vision to our audiences. When we create communications which are not associated with any one product brand (e.g., Windows or Office), or which are associated with more than one product brand, Microsoft becomes the lead brand. These guidelines cover both the shared design elements that are used by all Microsoft brands and product brands, as well as the elements used only for Microsoft led communications.

The role of the Microsoft brand Shared elements across the entire Microsoft portfolio Logo Color Type Imagery Aa Microsoft and product brands Microsoft Bing Office Skype Windows Visual Studio XBOX Microsoft visual identity guidelines Microsoft visual identity guidelines 1

Microsoft visual identity guidelines

Logo Tile Layout grids Content tiles Color Type Photography Illustration Segoe Light Segoe Regular Segoe Bold Identity system elements Punchy headline goes here Body text goes here. Body text goes here. Body text goes here. Body text goes here. Body text goes here. Body text. Body text goes here. Body text goes here. Body text goes here. Body text goes here. Body text goes here. Body text. Microsoft visual identity guidelines Microsoft visual identity guidelines 2

Microsoft visual identity guidelines

Perfect time for a new logo. As Microsoft prepares to release an unprecedented wave of new products and connected experiences across PCs, phones, tablets, and TVs, we felt our logo should evolve as well, visually accentuating this new era.

The new Microsoft logo is familiar and welcoming, drawing upon the heritage of our brand values, typeface, and colors. The symbol is built for the digital world, supporting the diversity of our businesses, representing and endorsing our products and services. Microsoft visual identity guidelines Microsoft visual identity guidelines 3

Microsoft visual identity guidelines

All Microsoft branded marketing communications must use the full color logo The Microsoft logo must be used on 100% of internal and external communications. The logo is intended for use by corporate organizations and facilities; certifications and subscriptions; programs and events; competitions; corporate solutions (multiproduct); hardware; and Microsoft technologies, services, and products. 4 Microsoft visual identity guidelines

Microsoft visual identity guidelines

The logo = symbol + logotype The logo has two components – the symbol with multiple squares of color intended to symbolize the company’s diverse portfolio of products, and the logotype that uses the Segoe typeface used in our products and marketing communications.

The symbol must be used as part of the logo in all communications. The symbol alone is only used as a favorites icon by MSCOM, Microsoft Store, and for corporate sites: Facebook, Twitter, and YouTube. No other use is allowed. If you have questions, contact corbrand@microsoft.com. Symbol Logotype Logo Logo Microsoft visual identity guidelines Microsoft visual identity guidelines 5

Microsoft visual identity guidelines

Logo Clear space On-screen: 70 px Print: 1" (25 mm) Minimum size Let the logo breathe Clear space We respect the logo by giving it some space. The minimum clear space that must surround the logo is equivalent to the height of its capital M. Minimum size In print, the logo should never appear smaller than 1" (25 mm). On-screen, it must appear at least 70 pixels wide. Registration marks In marketing, registration marks on the logo are no longer necessary, except in consumer packaging applications. Microsoft visual identity guidelines Microsoft visual identity guidelines 6

Microsoft visual identity guidelines

Logo Color variations Use the full-color logo.

Use the positive version (logotype in gray) on light or white backgrounds. The full-color reverse logo may be used on dark color backgrounds, as well as dark areas within photographs. 1-color white, black, gray-scale or vertical version of the logos are available for limited use. Please contact corbrand@microsoft.com for guidance on use of this artwork. Full-color positive Full-color reverse Microsoft visual identity guidelines Microsoft visual identity guidelines 7

Acceptable backgrounds for the full-color logo The full-color logo may be shown on any of the colors shown here or on simple areas of photographs. See page 33 for color values. Logo Blue 286 Blue 288 Cyan 300 Cool Gray 7 Cool Gray 11 Black White Blue 660 Purple 269 Purple 526 Green 348 Teal 3295 Orange 144 Red 1807 Microsoft visual identity guidelines Microsoft visual identity guidelines 8

Logo Use the display version of the logo for very large applications The standard version of the logo is optimized for use at small sizes, making it the best choice for most marketing applications.

Subtle adjustments have been made to the standard logo to help it reproduce cleanly and clearly at small sizes. However, these adjustments— called ink traps—are distracting and unnecessary when the logo is enlarged. If the logo will be displayed at a size where the M in the logotype is more than 1 inch (25 mm) tall, use the display logo artwork. Contact corbrand@microsoft.com to request display logo files.

Standard logo Display logo with ink traps without ink traps min: 1" (25 mm) Microsoft visual identity guidelines Microsoft visual identity guidelines 9

Partner Program Logo (don’ts) Don’t place the logo on backgrounds that provide insufficient contrast. Don’t add effects like shadows, dimensions, and gradients to the logo. Don’t create logo “lockups” by adding text in close proximity to the logo. Don’t place the logo over busy photographic backgrounds. Don’t alter the color specifications within the symbol or the logotype. Don’t stretch the logo. Don’t compress the logo.

Do not change the size relationship of the symbol to the logotype.

Do not attach text of any kind to the symbol Technet Microsoft visual identity guidelines Microsoft visual identity guidelines 10

Logo (don’ts) Don’t create tile patterns. Don’t create patterns of tiles to simulate the elements of the logo symbol. Don’t create patterns of tiles to simulate the elements of the logo symbol. First Lastname Marketing Manager f.lastname@microsoft.com Don’t create patterns of tiles to simulate the elements of the logo symbol. Don’t use the symbol by itself in email signatures. Refer to page 83 for the approved email signatures.

Don’t create multi-color logos for any sub-brand, business group or division. Only the master brand may use multiple colors.

Don’t create content tiles at the same size as the symbol Don’t create content tiles at the same size as the symbol Microsoft visual identity guidelines Microsoft visual identity guidelines 11

Microsoft branded communications Microsoft endorsed communications Sometimes Microsoft leads, sometimes it endorses In cases where the full color Microsoft logo cannot be used or where Microsoft is endorsing a featured product brand (such as Office, Windows, or Xbox), use the logotype only. The Microsoft logo or logotype must appear on 100% of all communications.

For use in broadcast advertising or animation please contact corbrand@ microsoft.com Logotype Microsoft visual identity guidelines Microsoft visual identity guidelines 12

All Microsoft endorsed communications must use the logotype. When Microsoft is the endorser, we use the logotype only. This lets people know the message is from Microsoft, while allowing the lead brand to occupy the spotlight. The Microsoft logotype must be used as the endorser on all print and digital communications including online, print, and TV advertising; promotional materials and event signage; videos and animations; packaging and collateral, etc. Logotype 13 Microsoft visual identity guidelines 13

Clear space On-screen: 44 px Print: 0.7" (18 mm) Minimum size Let the logotype breathe Clear space We respect the logotype by giving it some space.

The minimum clear space that must surround the logotype is equivalent to the height of its capital M. Minimum size In print, the logo should never appear smaller than 0.7” (18 mm). On-screen, it must appear at least 44 pixels wide. Logotype Microsoft visual identity guidelines Microsoft visual identity guidelines 14

The logotype is colorful The Microsoft logotype is available in the core brand colors and dark tints, as well as Cool Gray 9, black and white. The selected logotype color should be present elsewhere in the composition, such as in the lead brand logo, an illustration, or a headline. Use a color logotype on white backgrounds and a white logotype on color backgrounds. To maintain sufficient contrast when the logotype is used on a photo background, use a color logotype on light images and a white logotype on dark images.

Logotype Microsoft visual identity guidelines 15 Microsoft visual identity guidelines

Use the display version of the logotype for very large applications The standard version of the logotype is optimized for use at small sizes, making it the best choice for most marketing applications. Subtle adjustments have been made to the standard logotype to help it reproduce cleanly and clearly at small sizes. However, these adjustments—called ink traps—are distracting and unnecessary when the logotype is enlarged. If the logotype will be printed at sizes larger than 1 inch tall, use the display logotype artwork. Contact corbrand@microsoft.com to request logo files.

Logotype minimum: 1” (25 mm) with ink traps without ink traps Standard logotype Display logotype Microsoft visual identity guidelines 16 Microsoft visual identity guidelines

Logotype for Microsoft-endorsed communications ½ X maximum ½ X maximum ½ X maximum X=cap height X=cap height X=cap height The logotype complements the brands it endorses This is important because both the product brand and Microsoft benefit by being used together. Therefore it is paramount that all product branded communications use the Microsoft logotype as an endorsement. Shown here is the ideal color and scale relationship to use when placing the logotype in a layout together with another brand. Consult the guidelines for the brand you are working with for additional details on scale and color.

Microsoft visual identity guidelines Microsoft visual identity guidelines 17

Logotype for Microsoft-endorsed communications Place the logotype so it aligns with other elements in the layout The logotype should be placed in an area at the periphery of the layout, away from the focal point of the layout. Placing the logotype in one corner of the layout is a good way to signal that it is an endorsement, rather than the lead brand. Regardless of where it’s placed, use care in positioning the logotype so it aligns with the layout grid or with other graphic elements in the design.

See the guidelines for the brand you’re working with for details on logo placement and alignment.

Stay even closer to the things you care about the most. Make it great with Office 2012. Microsoft visual identity guidelines Microsoft visual identity guidelines 18

Logotype placement in digital communications The Microsoft logotype must appear in one of two positions for a minimum of one second in all digital communications (e.g. ads, banners, etc.): 1. Call-to-action end-panel (shared) 2. Alone on the end-panel The Microsoft logotype should be placed in one of the 4 corners of the ad, equal distance from two edges in space constrained communications.

Accompanying subbrand logos should be placed no closer than two (2) “M” spaces next to the logotype. Logotype for Microsoft-endorsed communications 300 x 250 7 pixels or 1 M height minimum Clear space = 2 M height minimum Microsoft visual identity guidelines Microsoft visual identity guidelines 19

Logotype for Microsoft-endorsed communications Logo placement for 120 x 90 ad 120 x 90 ad with proper clear space 120 x 60 ad does not allow proper clear space. Small space banners The Microsoft logotype must appear in all banner advertising, with a few exceptions. The Microsoft logotype may be dropped when the ad sizes are smaller than 120 x 90 and using the Microsoft logotype would prohibit appropriate subbrand sponsorship and messaging. In the rare instance when the Microsoft logotype is not used, it must appear on the “call-to-action” (CTA) landing page. Upgrade now. Upgrade now.

Microsoft visual identity guidelines Microsoft visual identity guidelines 20

Microsoft Make every minute count by getting more done every day—whether you’re in the office, at home, or on the go. With technology that helps you simplify tasks, connect with others, and make smarter decisions, you can get more done in less time. Your business is our business. microsoft.com/business Logotype (don’ts) Don’t compress the logotype Don’t use light colored logotype artwork on white or light backgrounds. Don’t group the logotype with other text, product names, or product logos Don’t use legacy logotype artwork on new materials Don’t place the logotype over busy backgrounds Don’t place the logotype within a cornerstone tile Don’t apply gradients, dropshadows or other effects to the logotype dont create the logotype by typing “Microsoft” in Segoe font.

Use the provided artwork.

Dont’ stretch or extend the logotype Microsoft visual identity guidelines Microsoft visual identity guidelines 21

Use Segoe Keep it simple Limit type sizes to three Keep it flush left Use sentence case Type is beautiful, and it matters Type is more than a design element. It articulates our message, expressing both what we say and how we say it. Modern, easy to read, and humanist, the Segoe type family is closely aligned with the Microsoft brand personality. We use it within products and in communications across brands. Segoe is straightforward, allowing our messages—from the enthusiastic to the practical—to be easily understood.

22 Microsoft visual identity guidelines

Typography Segoe is our type family We use Segoe, a completely custom type family created for Microsoft that has become a longstanding core element of our visual identity. Segoe Pro is the brand font used for print and graphic executions. Segoe UI is the Windows OS font, and the font that is used for on-screen and digital executions. To download the Segoe Pro font family, visit Media Bank: https://mediabank.partners. extranet.microsoft.com Segoe Pro Use for all print applications. Segoe UI Use for on-screen applications like PowerPoint, email, and websites. Segoe Pro Light ABCDEFGHIJKLMNOPQRS abcdefghijklmnopqrstuvwxyz 1234567890 & * Segoe Pro Regular ABCDEFGHIJKLMNOPQRS abcdefghijklmnopqrstuvwxyz 1234567890 & * Segoe Pro Semibold ABCDEFGHIJKLMNOPQRS abcdefghijklmnopqrstuvwxyz 1234567890 & * Segoe Pro Bold ABCDEFGHIJKLMNOPQRS abcdefghijklmnopqrstuvwxyz 1234567890 & * Segoe UI Light ABCDEFGHIJKLMNOPQRS abcdefghijklmnopqrstuvwxyz 1234567890 & * Segoe UI Regular ABCDEFGHIJKLMNOPQRS abcdefghijklmnopqrstuvwxyz 1234567890 & * Segoe UI Semibold ABCDEFGHIJKLMNOPQRS abcdefghijklmnopqrstuvwxyz 1234567890 & * Segoe UI Bold ABCDEFGHIJKLMNOPQRS abcdefghijklmnopqrstuvwxyz 1234567890 & * Microsoft visual identity guidelines Microsoft visual identity guidelines 23

Typography Size and weight • Limit type to no more than three sizes. • Use Light for large headlines. • Use Regular or Semibold for increased legibility at small sizes or over backgrounds. • Use Semibold or Bold for subheads, but not for headlines. • Segoe Black or Condensed weights should be used sparingly. Case • Sentence case is our standard for all communications. • Use all-uppercase sparingly—for titles, short headings, or subheadings, and never for full paragraphs.

• Do not use all-lowercase type. Line spacing • Line spacing refers to the space between lines of type. See the chart at right for line spacing guidelines.

Letter spacing • Letter spacing (also known as tracking) is the space between letters. • Segoe is designed so that letter spacing and word spacing are set by default to 0. In some cases, spacing may need to be adjusted. Make sure that letters never touch one another. See the chart at right for tracking guidelines. Justification • Type should always be set flush left, ragged right. • Segoe should never be justified or centered. • Avoid widows, orphans, and lines that end with hyphens Leading Tracking Body text (

Language Print On Screen Latin, Greek, Cyrillic Segoe Pro Segoe UI (Win 8 version) Hebrew, Armenian, Georgian Segoe UI (Win 8 version) Segoe UI (Win 8 version) Arabic Segoe UI (Win 8 version) Majalla “Traditional” Segoe UI (Win 8 version) Indian languages Nirmala UI Nirmala UI Thai Leelawadee Leelawadee Indiginios American Gadugi Gadugi China (simplified) YaHei YaHei UI China (traditional) JhengHei JhengHei UI Korea Malgun Gothic Malgun Gothic Japan Meiryo Meiryo UI Lao Lao UI Lao UI Khmer DaunPenh Khmer UI African languages Ebrima Ebrima Our international fonts align with our visual identity system We recommend specific fonts for use around the world.

If subsidiaries have identified alternate third party fonts they feel align better with Segoe please contact corbrand@microsoft.com. Typography Microsoft visual identity guidelines Microsoft visual identity guidelines 25

Headline Ga. Et volorio. Maiorit aut ad que eostrumque nos eos voluptat volupuri? Da volorrovid quam aut re dol upta tur, ipici duciae parciates mollupt atem eperorat faccus quiberuptam volurptati ut am erecus endio mod endam, ia porrum etur aut mod quas del inci cus ratquid dolor ipsum. Ga. Et volorio. Maiorit aut ad que eostrumque nos eos voluptat volupuri? Speak your mind. Subhead Headline Copy Subhead Copy Non-English language layouts When designing for non-English communications, it may be necessary to mirror the layout guidance, with right- alignment replacing left-alignment. Typography Voice Subhead Headline Copy Microsoft visual identity guidelines Microsoft visual identity guidelines 26

Keep type aligned with the grid Clear, organized messages are easier for our audiences to read and respond to. Align all type, regardless of messaging category or whether it appears inside a color block, to the same grid. Typography LCA Subhead goes here Ta cus dia porem acerectis ut aci repudis ea cor re eost lacidunt laut eum volorro mos adit, simus ditat doluptio. Nem eost et quat laboreri - bus non con nonsequo torest et enderum fugar … More Subhead goes here Ta cus dia porem acerectis ut aci repudis ea cor re eost lacidunt laut eum volorro mos adit, simus ditat doluptio. Nem eost et quat laboreri - bus non con nonsequo torest et enderum fugar … More Subhead goes here Ta cus dia porem acerectis ut aci repudis ea cor re eost lacidunt laut eum volorro mos adit, simus ditat doluptio.

Nem eost et quat laboreri - bus non con nonsequo torest et enderum fugar … More Subhead goes here Ta cus dia porem acerectis ut aci repudis ea cor re eost lacidunt laut eum volorro mos adit, simus ditat doluptio. Nem eost et quat laboreri - bus non con nonsequo torest et enderum fugar … More LCA Cafe News Legal Industry Events Ta cus dia porem | Acerectis ut aci repudis ea cor re eost lacidunt ta cus dia porem ut dolor ipsum Ta cus dia porem | Acerectis ut aci repudis ea cor re eost lacidunt ta cus dia porem ut dolor ipsum Ta cus dia porem | Acerectis ut aci repudis ea cor re eost lacidunt ta cus dia porem ut dolor ipsum LCA Newsletter Title and Subtitle Moluptat inusda arci de molest lorem di voluptur? Voluptam es ut eos estorit amuscil inulla conse quatio ommodi iumqui doloressitas re voluptdfas nimusam, omnimin ihiciatur, sit eicient invelest resendi num faci ut aut min por sitae providitiis ex ere solupta doloremquos in ommos.

Environments I like it Tags & Notes Send Feedback Global Development Labs and Building Infrastructure Space Planning Workplace Advantage Client Satisfaction Page Rating Q3 All-hands webcast available with the lastest strategy updates Subhead goes here Ta cus dia porem acerectis ut aci repudis ea cor re eost lacidunt laut eum volorro mos adit, simus ditat doluptio. Nem eost et quat laboreribus non con nonsequo torest et enderum fuga. Nobitia taspit repeles alibus. Obita dolecupta doloratur sam ut ea velit optaten iatisquam nobitium esedis nonsequunt ommolup iciamusam, sum rest auta- tibus mo tem as volut oditationsed eum sumquo cumquatus exceped que esectota volut volupta tionsequi tempossi quundus dolorib usapisquos sae.

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Subhead goes here Ta cus dia porem acerectis ut aci repudis ea cor re eost lacidunt laut eum volorro mos adit, simus ditat doluptio. Nem eost et quat laboreribus non con nonsequo torest et enderum fuga. Nobitia taspit repeles alibus. Obita dolecupta doloratur sam ut ea velit optaten iatisquam nobitium esedis nonsequunt ommolup iciamusam, sum rest auta- tibus mo tem as volut oditationsed eum sumquo cumquatus exceped que esectota volut volupta tionsequi tempossi quundus dolorib usapisquos sae. Obita dolecupta doloratur sam ut ea velit optaten iatisquam nobitium esedis nonsequunt ommolup iciamusam, sum rest autatibus mo tem as volut oditationsed eum sumquo cumquatus exceped que esectota volut volupta tionsequi tempossi.

Subhead goes here Ta cus dia porem acerectis ut aci repudis ea cor re eost lacidunt laut eum volorro mos adit, simus ditat doluptio. Abor aut et, sam dolum eatumqui to expe velectasped mint assus as re eaturepratur arum et aut haribusciti ommodi dolorem quatem debit alique laboreiciist velestio ipsum dolor. Eum sumquo cumquatus exceped que esectota volut volupta tionsequi tempossi quundus dolorib usapisquos sae. Subhead goes here Ta cus dia porem acerectis ut aci repudis ea cor re eost lacidunt laut eum volorro mos adit, simus ditat doluptio. Abor aut et, sam dolum eatumqui to expe velectasped mint assus as re eaturepratur arum et aut haribusciti ommodi dolorem quatem debit alique laboreiciist velestio ipsum dolor.

Subhead goes here Ta cus dia porem acerectis ut aci repudis ea cor re eost lacidunt laut eum volorro mos adit, simus ditat doluptio. Nem eost et quat laboreribus non con nonsequo torest et enderum fuga. Nobitia taspit repeles alibus. Obita dolecupta doloratur sam ut ea velit optaten iatisquam nobitium esedis nonsequunt ommolup iciamusam, sum rest auta- tibus mo tem as volut oditationsed eum sumquo cumquatus exceped que esectota volut volupta tionsequi tempossi quundus dolorib usapisquos sae. Obita dolecupta doloratur sam ut ea velit optaten iatisquam nobitium esedis nonsequunt ommolup iciamusam, sum rest autatibus mo tem as volut oditationsed eum sumquo cumquatus exceped que esectota volut volupta tionsequ.

3CMG Home People & Org Agency Management Comms & Events Resources Campaigns Brand Strategy Team Exceped que esectota volut volupta tionsequ. Folkj lkj dandkc ooij Resoucess que esectota volut volupta tionsequ. Folkj lkj dandkc ooij Groups que esectota volut volupta tionsequ. Folkj lkj dandkc ooij lkjflkjii lkayrd’ sdaid que esectota volut volupta tionsequ. Folkj lkj dandkc ooij epratur arum et aut harib usciti ommodi dolo About stuff que esectota volut lut oditationsed eum sumquo cumquatus volupta tionsequ. Folkj lkj dandkc ooij lkjflkjii lkayrd’ sdaid Welcome Marcel Redmond Home People & Org Agency Management Comms & Events Resources Campaigns Internal SharePoints (exhibits for layout only) Microsoft visual identity guidelines Microsoft visual identity guidelines 27

Type size and relationships While there are many possibilities in the size and style of type, here are some proven relationships for using Segoe in composition. HR Headline is same height as logo, set in Segoe Light. Subhead is one grid unit tall and set in Segoe Semibold. Headline set in Segoe Light, two units tall. Headline twice logo height. Body copy is one grid unit tall or less, set in Segoe Regular. Body copy is one grid unit tall or less. Body copy is one grid unit tall or less. Body copy is 75% of the subhead height, or less, and set in Segoe Regular. Body copy is 75% of the subhead height, or less, and set in Segoe Regular.

Body copy is not more than 75% as tall as the subhead. Body copy is not more than 75% as tall as the subhead. Body copy is not more than 75% as tall as the subhead. Body copy is not more than 75% as tall as the subhead. Body copy is not more than 75% as tall as the subhead. Body copy is not more than. Body copy is one grid unit tall or less, set in Segoe Regular. Body copy is one grid unit tall or less. Typography Microsoft visual identity guidelines Microsoft visual identity guidelines 28

This is Segoe Regular with a shadow. Don’t leave widows in text.

Too Many TYPE styles in one layout This headline is hy- phenated. This type is stretched. Thistextiskernedat negative100. The line spacing on this text is 200%. This text is right aligned. Typography (don’ts) Don’t add drop shadows to type. Avoid widows (words by themselves on a line) shorter than 7 characters. Don’t kern text too tightly or loosely. Avoid right-aligned type. Avoid hyphenation in general, and especially in headlines. Avoid loose line spacing measures. Don’t use more than 1 or 2 type styles in close proximity, and try to follow the rule of 3 type sizes per page layout. Don’t stretch type horizontally or vertically.

This two-column layout leaves an orphan.

Don’t leave orphans in your text. (An orphan is a lone word at the top of a page or column—the last word in a sentence carried over from the prior text block.) Microsoft visual identity guidelines Microsoft visual identity guidelines 29

Typography (don’ts) Sentis aut eos cor aut porro id exerid fugia dicatur? Quiae pliscid quod quis soluptatur modiscidem voluptaque por aboresequis nihicim comnis cus duam mil ex et es aut et Entil aut eos cor aut porro id exerup fugia dicatur? Kuiae pliscid quod quia doluptatur modiscidem volup taque aboresequis nihicim comnis cus qua mil ex et es aut et Open your world.

Don’t use more than one headline per layout. Always maintain a clear hierarchy when there is more than one level of information. Don’t place body copy in more than one tile. Body copy within a single tile may be arragned into multiple columns.

Don’t set type too large within a tile. Generally, headline text no larger than 75% of the tile width will provide the best results. Headline here. Headline here. Incorrect second headline here. IT HR Internal communication Internal communication External communication Microsoft visual identity guidelines Microsoft visual identity guidelines 30

We are colorful Life happens in color. Color captures passions, inspires emotions, and connects people. Bright and energetic, pure and beautiful, the Microsoft colors add vibrancy to communications and are among the most recognizable and unifying elements in our visual identity.

Choose one of the 10 core colors (the labeled ring in the color wheel shown here) as the primary color in your layout. The lighter and darker tints may be used as highlights and accents. Red Green Lime Yellow Orange Magenta Teal Cyan Purple Blue Microsoft visual identity guidelines Microsoft visual identity guidelines 31

Use the 10 core colors in the right places Use RGB and HEX formulas for on-screen and digital use. CMYK builds and PMS colors are for print applications. Please note that each color has been optimized for on-screen (RGB) or print (solid or 4CP) reproduction. The specific RGB color formula, PMS color, and CMYK color formula are provided here and must be specified individually for each color. Do not use the automated color conversion tools in your software. Color Process Yellow C0 M0 Y100 K0 R255 G241 B0 HEX #FFF100 Blue 286 C100 M75 Y0 K0 R0 G24 B143 HEX #00188F Orange 144 C0 M50 Y100 K0 R255 G140 B0 HEX #FF8C00 Process Cyan C100 M0 Y0 K0 R0 G188 B242 HEX #00BCF2 Red 185 C0 M100 Y100 K0 R232 G17 B35 HEX #E81123 Teal 3275 C100 M0 Y50 K0 R0 G178 B148 HEX #00B294 Process Magenta C0 M100 Y0 K0 R236 G0 B140 HEX #EC008C Green 355 C100 M0 Y100 K0 R0 G158 B73 HEX #009E49 Purple 526 C75 M100 Y0 K0 R104 G33 B122 HEX #68217A Lime 382 C25 M0 Y100 K0 R186 G216 B10 HEX #BAD80A Microsoft visual identity guidelines Microsoft visual identity guidelines 32

Our 10 core colors have lighter and darker tints Layouts should utilize the 10 core colors most frequently. Our secondary palettes of lighter and darker tints provide a wide range of supporting colors. White, gray, and black are additional supporting colors, used for copy. White may also be used as a background color. These colors have been optimized for on-screen (RGB or HEX) or print (PMS or CMYK) use. Use the color specifications provided here. Do not use the automated color conversion tools in your software. Color Yellow 100 C0 M0 Y50 K0 R255 G252 B158 HEX #FFFC9E Orange 124 C0 M25 Y100 K0 R255 G185 B0 HEX #FFB900 Red 1665 C0 M85 Y100 K0 R221 G89 B0 HEX #DD5900 Magenta 218 C0 M75 Y0 K0 R244 G114 B208 HEX #F472D0 Purple 258 C60 M85 Y0 K0 R155 G79 B150 HEX #9B4F96 Yellow 116 C0 M13 Y100 K0 R252 G209 B22 HEX #FCD116 Orange 166 C0 M75 Y100 K0 R235 G60 B0 HEX #EB3C00 Red 1807 C0 M100 Y100 K25 R186 G20 B26 HEX #BA141A Magenta 241 C25 M100 Y0 K0 R180 G0 B158 HEX #B4009E Purple 269 C75 M100 Y0 K25 R68 G35 B89 HEX #442359 Blue 660 C80 M60 Y0 K0 R70 G104 B197 HEX #4668C5 Cyan 2985 C60 M0 Y0 K0 R109 G194 B233 HEX #6DC2E9 Teal 325 C65 M0 Y30 K0 R0 G216 B204 HEX #00D8CC Green 7480 C70 M0 Y85 K0 R85 G212 B85 HEX #55D455 Lime 586 C15 M0 Y60 K0 R226 G229 B132 HEX #E2E584 Blue 288 C100 M75 Y0 K25 R0 G32 B80 HEX #002050 Cyan 300 C100 M50 Y0 K0 R0 G114 B198 HEX #0072C6 Teal 3295 C100 M0 Y50 K25 R0 G130 B114 HEX #008272 Green 348 C100 M0 Y100 K25 R0 G114 B51 HEX #007233 Lime 376 C50 M0 Y100 K0 R127 G186 B0 HEX #7FBA00 Black C0 M0 Y0 K0 R0 G0 B0 HEX #000000 Cool Gray 11 C0 M0 Y0 K80 R80 G80 B80 HEX #505050 Cool Gray 7 C0 M0 Y0 K50 R150 G150 B150 HEX #969696 Cool Gray 3 C0 M0 Y0 K20 R210 G210 B210 HEX #D2D2D2 White C0 M0 Y0 K0 R255 G255 B255 HEX #FFFFFF Microsoft visual identity guidelines Microsoft visual identity guidelines 33

Our colors are accessible The appropriate use of color helps make sure all of our customers can access and understand Microsoft communications, regardless of their abilities. Avoid relying on color alone to convey information. Always provide text or other graphical cues to guide customers to our message. Note: Type reversed to white, or black type over a colored background, should exceed the minimum 4.5:1 contrast ratio for accessibility. Examples at right demonstrate correct color use for on-screen (RGB) applications.

Color Teal 325 R0 G216 B204 Teal 3275 R0 G178 B148 Teal 3295 R0 G130 B114 Red 1665 R221 G89 B0 Red 185 R232 G17 B35 Red 1807 R186 G20 B26 Magenta 218 R244 G114 B208 Process Magenta R236 G0 B140 Magenta 241 R180 G0 B158 Green 7480 R85 G212 B85 Green 355 R0 G158 B73 Green 348 R0 G114 B51 Cool Gray 3 R210 G210 B210 Lime 586 R226 G229 B132 Lime 382 R186 G216 B10 Lime 376 R127 G186 B0 White R255 G255 B255 Purple 258 R155 G79 B150 Purple 526 R104 G33 B122 Purple 269 R68 G35 B89 Yellow 100 R255 G252 B158 Process Yellow R255 G241 B0 Yellow 116 R252 G209 B22 Blue 660 R70 G104 B197 Blue 286 R0 G24 B143 Blue 288 R0 G32 B80 Black R0 G0 B0 Cyan 2985 R109 G194 B233 Process Cyan R0 G188 B242 Cyan 300 R0 G114 B198 Cool Gray 11 R80 G80 B80 Orange 124 R255 G185 B0 Orange 144 R255 G140 B0 Orange 166 R235 G60 B0 Cool Gray 7 R150 G150 B150 Microsoft visual identity guidelines Microsoft visual identity guidelines 34

Powerful color combinations These sample analogous color groups demonstrate the use of color pairings derived from relationships in the Microsoft color wheel. Pick a minimum of one and a maximum of four colors from your chosen group per application (not including white, gray, and black). Its recommended that you choose no more than one light tint per application to maintain vibrancy. Color Group 1 Group 3 Group 2 Group 4 Light tints Core Dark tints Light tints Core Dark tints Light tints Core Dark tints Light Tints Core Dark tints Microsoft visual identity guidelines Microsoft visual identity guidelines 35

Colored type can be used against a white background as long as the color is represented somewhere else in the composition. You can as few as one or two colors from the group. Multiple colors from the dark or mid-range zones can be used in one composition. Black or gray type can be used on white or light colored backgrounds. Color Ga. Et volorio. Maiorit aut ad que eostrum dis nos eos voluptat volupuri? Da volorrovid quam aut loremre dol upta tur, ipici duciae parciat lorem mollupt atem sdfd eperorat faccus quiberuptam volurptat ut am erecus. Local Language Programs Open your world.

Ga.

Et volorio. Maiorit aut ad que eostrum tism nos eos voluptat volupuri? Da volorrovid quam aut loremre dol upta tur, ipici duciae parciat lorem mollupt atem sdfd eperorat faccus quiberuptam volurptat ut am erecus. We’re on more than a mission. LCA We have new tools. You’ll have more time. Ga. Et volorio. Maiorit aut ad que eostrum dis nos eos voluptat volupuri? Da volorrovid quam aut loremre dol upta tur, ipici duciae parciat lorem mollupt atem sdfd eperorat faccus quiberuptam volurptat ut am erecus. External communication External communication External communication Internal communication We’re opening worlds.

Today and tomorrow. Microsoft visual identity guidelines Microsoft visual identity guidelines 36

Color (don’ts) Avoid low-contrast color combinations. Don’t tint the brand colors. Choose a color from the secondary palette—or white, black, or gray—if the core colors aren’t sufficient. Don’t use more than two colors in a single text grouping. Avoid using more than three colors in a tile layout. This text is hard to read. Too many colors in one text area There are too many colors in this design. Don’t place the logo over any color or background that provides insufficient contrast. Don’t repeat colors in ways that create a “checkerboard” effect. This is a 20% tint of Red 185.

Microsoft visual identity guidelines Microsoft visual identity guidelines 37

The underlying grid brings structure to simplicity. It creates the spaces where we tell our stories. Grids: invisible but critical Even when you can’t see it, the grid is the most important organizational tool in the visual identity. It’s what every layout is built on. It helps deliver our messages in a clean, simple, and direct way. It makes our communications feel like they come from Microsoft. Starting with a well-defined grid will give your design a solid foundation. 38 Microsoft visual identity guidelines

Grids Grids provide organization, with or without tiles The underlying structure of all Microsoft design, grids help balance your layout, creating the spacing and information organization that will guide customers to the most important visual elements and messages.

Blue lines = grid columns and rows Magenta lines = margins within the grid Rum quati se eveles voluptas dust, optae eleseditem aces eum repudae voloren duciam cus, nis evente consequi officta inctibus deliq uam. Microsoft headline goes here. Microsoft visual identity guidelines Microsoft visual identity guidelines 39

Tiles provide a colorful starting point for a conversation. They contain important wayfinding information, letting the reader know who’s talking. Tiles: a defining design element A new part of the Microsoft visual identity system and a connection to our product experience, tiles bring a fresh, captivating element to layouts, and are our primary vehicle for sending messages with type or identifying the author of internal communications. 40 Microsoft visual identity guidelines

Punchy headline goes here. Real Estate and Facilities What is a content tile? Content tiles provide an opportunity for interesting and bold color combinations, and create strong areas in which to place type.

A content tile may contain the primary communication information—headline, subhead, body copy and call to action. It may also identify who the communication is from, contain illustration, photography, and color. Content tiles Be heard! Et volorio. Maiorit aut ad que eostrumque nos eos voluptat volupuri? Da volorrovid quam aut re dol upta tur, ipici duciae parciates mollupt atem eperorat faccus quiberuptam volurptati ut am erecus endio mod endam, ia porrum etur aut mod quas del inci cus ratquid dolor ipsum. Ga. Et volorio. Maiorit aut ad que eostrumque nos eos voluptat volupuri? Da volorrovid quam aut re dol upta tur, ipici duciae parciates mollupt atem eperorat faccus quiberuptam.

Internal e-mail banners Microsoft visual identity guidelines Microsoft visual identity guidelines 41

Content tiles align to the layout grid Content tiles align to the layout grid (shown as blue lines in this example) in at least one dimension (height or width). It is preferable that they align to both. Content tiles Punchy Microsoft headline belongs right here. www.microsoft.com/url External communication Microsoft visual identity guidelines Microsoft visual identity guidelines 42

Placing the logo inside a content tile It is not necessary to place the logo within a tile.

Content tiles must be at least two tiles wide if they will contain the logo. Content tiles Punchy Microsoft headline belongs right here. External communication Content tile must be at least two tiles wide if it will contain the logo Punchy headline goes here. Real Estate and Facilities Internal banner Microsoft visual identity guidelines Microsoft visual identity guidelines 43

Placing the logo outside a tile If you choose to use tiles in your layout but wish to place the Microsoft logo outside of the tile, be sure it aligns to the grid, and try to align it with other typographic elements in the layout. This simplifies the composition. Content tiles Punchy Microsoft headline belongs right here. Uga. Ut ullatque minctat ibusamet alibus alit, commo debit estiat offic torernatatur aut quae dolupiet ellit, im aut uta qui accae parcius molupta tatatur? Alitius dolo quatet lique eseque labo. Bisseque ommoluptam recestia seris sumque debit doloren daeror sunt lam qui omnis pa nusamus ipsam fugitatur, sequam volupti osseque cus am acerovid et lame erae quist, comnist lam fugitium verum fugitatur?

Os et magnate pel moluptate eos earciet id qui te occullaturit quo experch ilibus necaborepe ea naturis itatur, consectium laut ma sum que evelectio quid estorro exceped ipsamet apelent, vel in pro corpost, cum quis modis utaquiate ilit unt fugia dollacc atinimusanda nos re voluptatur sequibu sciatem utatesse maximilitae nus quis coriorescia que necatur as eum dolupti beatibus, eosseris si nia estrumquodi assiti ame se dollor rest a doluptatur. External publication spread Microsoft visual identity guidelines Microsoft visual identity guidelines 44

Using transparency when content tiles interact with photos While cornerstone tiles must always be 100% opaque, content tiles may be set to a variety of transparency levels when applied over imagery.

Colors will react differently in combination with different photos, but transparency levels should generally fall between 80 and 100 percent opaque. The goal is to maintain the color’s vibrancy while creating a softening effect as it interacts with the image. Service update announcement. Content tiles Internal banner Uga. Ut ullatque minctat ibusamet alibus alit, commo debit estiat offic torernatatur aut quae dolupiet ellit, im aut uta qui accae parcius molupta tatatur? Alitius dolo quatet lique eseque labo. Bisseque ommoluptam recestia seris sumque debit doloren daeror sunt lam qui omnis pa nusamus ipsam fugitatur, fugitatur? Microsoft visual identity guidelines Microsoft visual identity guidelines 45

Content tiles The fewer tiles the better Tiles establish a consistent visual language across all Microsoft brand communications. Tiles form natural structures for placing type, especially on photographic backgrounds, giving us an opportunity to start meaningful conversations with customers. As useful and memorable as tiles can be, overusing them can dilute their impact and crowd your layout. Limit the number of tiles to as few as possible. A good rule of thumb is to incorporate two tiles, including the cornerstone tile, if applicable. Add a third tile only if needed.

External web banners Rum quati se eveles volup tas dust, optae eleseditem aces eum repudae voloren duciam cus, nis evente consequi officta inctibus deliq uam.

Punchy headline goes here. Punchy headline goes here. Microsoft visual identity guidelines Microsoft visual identity guidelines 46

Avoid flush shapes—create movement, not blocks. Don’t overuse tiles Don’t use tiles as decoration. Tiles are purposeful and must contain content. Don’t align tiles diagonally. Content tiles (don’ts) RE&F Word. Avoid excessive use of tiles. Use them sparingly to create maximum impact. Don’t align type to the tile grid. It should align to the interior margins. Don’t use different internal margins for different elements with a layout. Using consistent margins allows all text and logo elements to align.

Don’t separate tiles with gaps or margins in marketing collateral. This is a product user interface design scheme, not intended for communications.

Don’t place the logo in a single tile. The logo may only be placed in areas two tiles or more in width. We open new worlds, today and tomorrow. This type is aligned to the wrong grid. Don’t create black tiles. Headline type. Lorem ipsum dolor. Lorem ipsum dolor. Lorem ipsum dolor. Volume Licensing Uga. Ut ullatque minctat ibusamet alibus alit, commo debit estiat offic torernatatur aut quae dolupiet ellit, im aut uta qui accae parcius molupta tatatur? Alitius dolo quatet lique eseque labo.

Uga. Ut ullatque minctat ibusamet alibus alit, commo debit estiat offic torernatatur aut quae dolupiet ellit, im aut uta qui accae parcius molupta tatatur? Alitius dolo quatet lique eseque labo. Subhead goes here lorem ipsum dolor. Headline can go here. First Lastname MM/DD/YY RE&F RE&F Don’t use different internal margins for different elements with a layout. Using consistent margins allows all text and logo elements to align. RE&F Volume Licensing Microsoft visual identity guidelines Microsoft visual identity guidelines 47

Identifying internal groups with a cornerstone tile The cornerstone tile is used in internal Microsoft communications to identify the source of the content.

When used, the cornerstone tile is the first tile placed in a layout. It is placed in one corner of the layout, and all other tiles are dependent on its position and size. Cornerstone tiles are always colorful. They are not translucent and do not appear white, gray, or black. Even when the cornerstone tile is used, keep in mind that the Microsoft logo must also appear on all communications.

Do not create your own cornerstone tiles. To request a group cornerstone tile please contact: corbrand@microsoft.com. Cornerstone tiles Real Estate & Facilities HR Microsoft visual identity guidelines Microsoft visual identity guidelines 48

Identifying internal groups Not all groups within the Microsoft organization should have a cornerstone tile. The highest-level divisional name belongs in the cornerstone tile. Sub-group designations may be handled elsewhere within the layout. For instance, a communication from the “Dining” sub-group would use the parent group’s cornerstone tile (“Real Estate and Facilities”).

Cornerstone tiles RE&F Services Dining Services Headline belongs here. Rum quati se eveles volu ptas dust, optae elese ditem aces eum repudae voloren duciam cus, nis evente consequi officta inctibus deliq uam.

Headline belongs here. Rum quati se eveles volu ptas dust, optae elese ditem aces eum repudae voloren duciam cus, nis evente consequi officta inctibus deliq uam. www.microsoft.com/url Consulting Internal posters Microsoft visual identity guidelines Microsoft visual identity guidelines 49

Human Resources Headline type. IT HR Don’t place the Microsoft logo or logotype in a cornerstone tile. Don’t create branded tile groupings or use the cornerstone tile to identify sub-groups within the organization. Don’t create group name lock-ups with the Microsoft logo or logotype.

Don’t create lockups of group names together with the Microsoft name, logo or logotype, either inside or outside a tile. Cornerstone tiles are never black. Use provided artwork. Don’t align type to the tile grid. It should align to the interior margins.

Don’t use transparency with cornerstone tiles. This type is aligned to the wrong grid. Cornerstone tiles (don’ts) Dining Services RE&F The cornerstone tile should always align to one of the four corners of the layout. Cornerstone tiles are never white. Use provided artwork. Ga. Et volorio. Maiorit aut ad que eostrum tism nos eos voluptat volupuri? Da volorrovid quam aut loremre dol upta tur, ipici duciae parciat lorem mollupt atem sdfd eperorat faccus quiberuptam volurptat ut am erecus. We’re on more than a mission Don’t use more than one cornerstone tile in a single layout.

Additional tiles should never be smaller than the cornerstone tile.

LCA LCA HR Microsoft visual identity guidelines Microsoft visual identity guidelines 50

Photos that capture the real world we live in—authentic, optimistic, and brave Microsoft visual identity guidelines Microsoft visual identity guidelines 51

Photography Use the Microsoft photo libraries Approved lifestyle and product photography is available for use in Microsoft communication materials. Avoid purchasing stock photography whenever possible. For more information on creating photography assets, please visit Brand Tools or contact corbrand@microsoft.com. Microsoft visual identity guidelines Microsoft visual identity guidelines 52

Photography (dont’s) Avoid emotionless images.

Avoid device-focused images that don’t tell a human story. Don’t use photographs in which the models are obviously posing. Avoid staged interactions and bland color. Avoid off-brand treatments The following is a short list of what to avoid when producing Microsoft photography. • Emotionless images • Device-focused images that are not part of a bigger human story • Clichéd scenarios or contrived settings • Staged interactions • Obvious posing • Bland color • Obvious post-production or Photoshop effects Microsoft visual identity guidelines Microsoft visual identity guidelines 53

Illustrate to communicate Illustration is an engaging way to convey ideas and tell stories. It should always have a purpose and never be used as decoration. Illustration can be an effective solution when photography isn’t available or if you want to create an even more distinctive impression— but within the Microsoft visual identity family. Sample illustrations by Robert Samuel Hanson www.robertsamuelhanson.com. Do not distribute or reproduce. Represented in the UK and North America by Eyecandy: info@eyecandy.co.uk 54 Microsoft visual identity guidelines

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